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LEGO unveils state-of-the-art DOOH special build using Ultraleap’s haptic technology

Posted; October 29, 2020

26 October 2020The LEGO Group UK and Ireland has used Ultraleap’s technology to create the first ever digital out of home (DOOH) immersive play experience on an Ocean Outdoor screen at London’s Westfield Stratford shopping centre.

Managed and produced by Ocean Labs, the interactive showcase used Ultraleap’s mid-air haptics technology which replaces touchscreen activity with displays and interfaces that are triggered by natural hand interactions.

LEGO fans and families visiting Westfield Stratford on the 23rd and 24th of October were able to move, rotate and build virtual LEGO bricks using intuitive hand gestures.

Child interacting with Lego mid-air haptic experience

The use of haptics allowed children to create their LEGO models virtually, by “feeling” the shape of bricks in mid-air and picking them up on the large format Four Dials screen positioned above them to build cars, ducks and trains.

The multi-sensory experience was achieved by using ultrasound to map 3D shapes onto the palm of the participant without controllers, touchscreens or wearables, making it both touchless and Covid safe.

The experience was part of the LEGO Group’s ‘Rebuild The World’ campaign, which aims to encourage children to develop and retain the skills needed for tomorrow’s world by celebrating their creative resilience and endless imagination.

Child interacting with mid-air haptics device as part of the Lego installation

Marius Lang, head of marketing, the LEGO Group UK and Ireland said: “We are thrilled to be the first company in the UK to use this technology in this way and create a unique way for families to showcase their creativity on such a grand scale.”

Ocean is the first, preferred DOOH media owner in the UK to work with technology company Ultraleap to facilitate of the roll out of touchless campaigns across its premium retail and city centre portfolio.

Hand interacting with haptic device in Lego experience

The virtual technology, which doesn’t require any wearables, is integrated into Ocean screens in key experiential spaces and deployed on a campaign by campaign basis, allowing audiences to trigger or control screen content using hand gestures instead of touch surfaces.

The experiential project was developed by Ocean Labs in association with Initiative and Rapport.

Ocean Labs senior project manager Melanie Blood said: “This was a complex special build with many moving parts, but the virtual game play showed just how creative and adaptive children are. It was exactly on brief for LEGO’s broader campaign and a great example of our relationship with Ultraleap in practice.”

Lego interactive haptic experience at Westfield Stratford

Families unable to visit Westfield Stratford can contribute their own LEGO builds on a digital version of the globe by submitting them at lego.com/rebuild-the-world.

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About Ultraleap
Ultraleap’s world-leading hand tracking and unrivalled mid-air haptic technologies allow you to engage with the digital world naturally - without touching surfaces. No touchscreens. No controllers. No keypads. From enhancing 2D screens to developing fully immersive 3D experiences, Ultraleap powers natural, safe and effortless digital interaction in the increasingly connected world.

Ultraleap employs more than 150 people across Europe, North America and Asia. It has become the first to offer the full vertical stack of software and hardware to enable spatial computing for the automotive, out of home, industrial, XR, entertainment and medical sectors.

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(Interviews, photos and videos available on request).

Media Enquiries:

Tessa Urlwin
+44 (0)7741 851 070